Calgary Zoo “Instagram Annual Report”

The World's First

What do you do when a conservation-led client like the Calgary Zoo briefs you on an annual report? You take their cause a step further and create the world’s first annual report to be published on Instagram.

On the heels of a one-page annual report we created in 2011, the Calgary Zoo challenged us to top the effort for 2012. So we ditched the paper altogether and published the entire report on Instagram.

The idea came from a creative insight that along with a zoo record of 1.457 million visitors in 2012, there came a record number of images on Instagram tagged with the hashtag #calgaryzoo. Our audience was using the channel — why shouldn’t we?

The paperless solution told the zoo’s story in a unique, highly visual way. It cost next to nothing to make, reinforced the zoo’s conservation message, and definitely helped save a few trees along the way.